The Branding Brand Index not only compares competing brands at a glance but also deeply analyzes a retailer's e-commerce experience. Retail giant eBay is pushing the boundaries of e-commerce by experimenting with virtual reality.
At a glance
- Highest-scoring categories: Merchandising, Usability
- Lowest-scoring categories: Content, Performance, Marketing, Omnichannel
As a forward-thinking brand, eBay has been dabbling in 'emotional recognition technology' to analyze why shoppers are attracted to certain products. Recently, the brand also launched the world's first virtual reality department store. These consumer-focused initiatives match their intuitive website. Similar to Pinterest, eBay's homepage organizes items into collections, such as "Gifts for Trendsetters" or "Sneaker Showcase." Because of their user experience strategies, it's no surprise that this retailer scores highly in the Usability category.
In the Performance category, BBI data suggests this brand needs to make technical updates to improve functionality across channels. HTTPS coverage could be improved to protect sensitive shopper data. This retailer could also benefit from leveraging caching, which improves page loading speeds.
eBay's technology-driven strategies are projected to pay off. As holiday shoppers make their final purchases, it'll be interesting to see how eBay's sales compare to the rest.